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Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011

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  • 1. The Cost of Not Ranking on Page 1 of GoogleStrategies for staying one step ahead of the restDial: +1 (909) 259-0012Access Code: 364-271-894 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Diagnostic. Details at end of webinar. #wm123 @bradleywjoe
  • 3. Webinar Agenda The Case for Online Marketing1 Understanding how the lack of online presence creates costs for your business Calculating the Cost of the Problem2 Learn how to calculate the cost of the problem for your company Budgeting for Search Marketing3 How to budget for Search amongst other marketing initiatives #wm123 @bradleywjoe
  • 4. Webinar Agenda The Case for Online Marketing1 Understanding how the lack of online presence creates costs for your business Calculating the Cost of the Problem2 Learn how to calculate the cost of the problem for your company Budgeting for Search Marketing3 How to budget for Search amongst other marketing initiatives #wm123 @bradleywjoe
  • 5. 1 What is at Stake? Search engine usage is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe
  • 6. 1 Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  • 7. 1 Search Engine User Behavior Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  • 8. 1 What’s at Stake for Your Business? Google’s keyword tool provides specific insights to marketers #wm123 @bradleywjoe
  • 9. Key Thought #11. Identify the top 5 keywords your company needs to appear #1 on Google for today.2. Where do you rank on Google for these search terms? #wm123 @bradleywjoe
  • 10. Webinar Agenda The Case for Online Marketing1 Understanding how the lack of online presence creates costs for your business Calculating the Cost of the Problem2 Learn how to calculate the cost of the problem for your company Budgeting for Search Marketing3 How to budget for Search amongst other marketing initiatives #wm123 @bradleywjoe
  • 11. 2 Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis #wm123 @bradleywjoe
  • 12. Key Thought #21. What are the conversion metrics (avg. close rates, avg. sale price, etc.) for your business?2. For your business, is there a significant cost for not ranking highly on the search engines? #wm123 @bradleywjoe
  • 13. Webinar Agenda The Case for Online Marketing1 Understanding how the lack of online presence creates costs for your business Calculating the Cost of the Problem2 Learn how to calculate the cost of the problem for your company Budgeting for Search Marketing3 How to budget for Search amongst other marketing initiatives #wm123 @bradleywjoe
  • 14. 3 Biggest Factors Influencing Online Success Comparing the most popular digital marketing channelsSource: First Annual Webmarketing123 Digital Marketing Survey #wm123 @bradleywjoe
  • 15. 3 Allocation of Digital Marketing Budget B2B marketers invest 1/3 of their digital budgets on SEO activities, while B2C marketers invest most heavily in PPCSource: First Annual Webmarketing123 Digital Marketing Survey #wm123 @bradleywjoe
  • 16. 3 Overall Marketing Spend Step One: Determine the advertising-to-sales ratio in your particular field • Public companies in your industry may give a figure for their marketing spend in their financial statements and/or annual reports • If no reports are available, start at 5% and then adjust projected spend based on the size of your market, cost of media spend, and competitive analysisSource: http://www.businessweek.com/smallbiz/content/feb2009/sb20090210_165498.htm #wm123 @bradleywjoe
  • 17. 3 Allocation of B2B Marketing Budgets Marketing Sherpa Study #wm123 @bradleywjoe
  • 18. 3 Allocation of B2B Marketing Budgets Marketing Sherpa Study  Projections can be made about expected spend per digital media channel  How does your marketing budget allocation differ? Notes: Assuming 5% allocated to #wm123 Marketing spend @bradleywjoe
  • 19. Key Thought #31. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)?2. Can you identify the marketing channels that will help you achieve these goals? #wm123 @bradleywjoe
  • 20. Tying It All Together• Identify Where You Are Today: Determine whether the lack of strongsearch engine ranking is a significant enough cost for your business (itmight not be).• Tie Everything to Revenue: Fill out the “Cost of the Problem”framework for your business. Does this make a strong case for onlineinvestment?• The Next Immediate Step: Regardless of where your search marketingprogram is today, what is the best next step you can take to push resultseven further? #wm123 @bradleywjoe
  • 21. Thank You!
  • 22. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: seo@webmarketing123.com #wm123 @bradleywjoe